Measuring the Effectiveness of the Promotional Program

Tutored by : Prof. Sunil D’ Anto

Marketer’s Views Toward Measuring Effectiveness

The objectives of creative The objectives of creative

Evaluate alternative strategies

Evaluate alternative strategies

Avoid costly mistakes Avoid costly mistakes

Increase efficiency in general

Increase efficiency in general

Disagreement on what to test

Disagreement on what to test

Reasons for and Against Measuring Effectiveness

Research problems

Cost of measurement

Determine if objectives are achieved

Time

Advantages Disadvantages

Research problems

Cost of measurement

Determine if objectives are achieved

Where to test

• Laboratory tests

• Field tests

When to test

• Pretesting

• Posttesting

Where to test

• Laboratory tests

• Field tests

When to test

• Pretesting

• Posttesting

What to test

• Source factors

• Message variables

• Media strategies

• Budget decisions

How to test

• Testing guidelines

• Appropriate tests

What to test

• Source factors

• Message variables

• Media strategies

• Budget decisions

Measuring Advertising Effectiveness

On-air Tests

Dummy Ad Vehicles Consumer Juries

Portfolio Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Reliability Tests

Comprehension and Reaction Tests

Pretesting Methods

Laboratory Field

Dummy Ad Vehicles Consumer Juries

Portfolio Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Reliability Tests

Comprehension and Reaction Tests

Recall Tests

Inquiry Tests

Association Measures

Single-Source Systems

Tracking Studies

Recognition Tests

Recognition Tests

Inquiry Tests

Single-Source Systems

Association Measures

Recall Tests

Field Posttesting Methods

Methods

Positioning Advertising Copy Testing (PACT)

1. Provide measurements relevant to objectives of advertising

2. Require agreement on how results will be used before each test

3. Provide multiple measures (Single measures aren't adequate)

4. Be based on a model of human response to communications

5. Consider multiple versus single exposure to the stimulus

6. Require alternative executions to have the same degree of finish

7. Provide controls to avoid the biasing effects of exposure context

8. Take into account basic considerations of sample definition

9. Demonstrate reliability and validity

3.Finished Art or Commercial Testing

3.Finished Art or Commercial Testing

1.Concept Testing

2.Rough Testing

4.Market Testing (Post-testing)

2.Rough Testing

1.Concept Testing

The Testing Process

Occurs at Various Stages

Qualitative and/or quantitative data evaluating and comparing alternative concepts

Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols

Alternatives are exposed to consumers who match the target audience

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts and the consensus of responses

Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols

Alternatives are exposed to consumers who match the target audience

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts and the consensus of responses

Concept Testing

Objective

Method

Output

Rough Art, Copy, and Commercial Testing

Number of ads that can be evaluated is limited

Preference for ad types may overshadow objectivity

Consumer may become a self-appointed expert

A halo effect is possible

Cost effectiveness

Endorsements by independent third parties

Achievement of credibility

Comprehension and Reaction Tests

Consumer Juries

Control

Advantages Disadvantages

Number of ads that can be evaluated is limited

Consumer may become a self-appointed expert

A halo effect is possible

Control

Cost effectiveness

Endorsements by independent third parties

Achievement of credibility

Comprehension and Reaction Tests

Based on syllables per 100 words

Other factors also considered

A laboratory method

Includes test and control ads

Portfolio test have problems

Based on syllables per 100 words

Other factors also considered

A laboratory method

Includes test and control ads

Portfolio test have problems

Pretesting Finished Print Ads

Readability Tests

Portfolio Tests

Dummy Advertising

Vehicles

Distributed to random sample of homes

Product interest may still bias results

Distributed to random sample of homes

Theater Tests

•Measures changes in product preferences

•May also measure . . . • Interest in and reaction to the commercial

•Reaction from an adjective checklist

•Recall of various aspects included

• Interest in the brand presented

•Continuous (frame-by-frame) reactions

On-Air Tests

• Insertion in TV programs in specific markets

•Limitations are imposed by “day-after recall”

•Physiological Measures

Theater Tests

Pretesting Finished Broadcast Ads

Eye tracking

Pupil dilation Galvanic skin

response

Brain waves Eye tracking

Galvanic skin response

Pupil dilation

Physiological Measures

Testing

Recall Tests

Inquiry Tests Recognition Tests

Tracking Studies Recall Tests

Recognition Tests Inquiry Tests

Market Testing Print Ads

Testing

Test marketing

Day after recall tests

Persuasive measures

Diagnostics

Comprehensive measures

Single-source tracking

Tracking studies

Single-source tracking

Test marketing

Comprehensive measures

Diagnostics

Persuasive measures

Day after recall tests

Market Testing Broadcast Commercials

Testing

Problems With Current Research Methods

Use a consumer response model

Use pretests and posttests

Use multiple measures

Understand and implement

proper research

Establish communications

objectives

Establish communications

objectives

Use multiple measures

Use pretests and posttests

Use a consumer response model

Essentials of Effective Testing

Testing

Shopping cart signage

Ski resort-based media

In-store radio and television

Other media

Shopping cart signage

Ski resort-based media

In-store radio and television

Other media

Measuring the Effectiveness of Other Programs

Non-traditional

media

Sales promotions

Sponsor-ships

Exposure methods

Tracking measures

Exposure methods

Measuring the Effectiveness of Other IMC Program Elements